Artificial Intelligence In Digital Marketing: Is It a Blessing or Curse?

Artificial intelligence is probably one of the most influential technologies in the modern world. This technology is making an impact on every industry. The nature of jobs is rapidly changing due to artificial intelligence.

After the study, the Forrester predicts that there will be 300% growth in the investment in artificial intelligence in 2017. And, the technology giants, such as the Facebook, Apple Inc, Google, and others have already started emphasizing a lot on this technology.

Talking about the digital marketing, it has also revolutionized the world of marketing. Many small and big enterprises have been able to get the maximum return on investment via digital marketing campaigns. Because of its impressive potential and return on investment, 80% of the companies are planning to increase their marketing budget on digital marketing, as per the study. The rise in digital marketing has also brought a rise in an influencer marketing. An investment in both artificial intelligence (AI) and digital marketing is increasing.

And, the interesting thing is that artificial intelligence has been impacting digital marketing in various ways. Now, the question is whether AI in digital marketing is a blessing or curse for digital marketing. In the upcoming sections of this article, we will take a deeper look at how AI is impacting digital marketing, and whether it should be viewed as a blessing or curse.

Why is there a need for AI in digital marketing?

Artificial intelligence has started to be more implemented and more heavily relied on in every aspect of business, including digital marketing. There is a need for AI in digital marketing, simply to make tasks easier for the marketers. It helps to minimize the manual works and maximize the results. With a huge volume of data to be processed every single day, the use of AI can help in easily processing the huge volume of data to gather useful insights from them.

How is AI making a huge impact on digital marketing?

Like in every other field, AI has brought plenty of positive changes in the world of digital marketing along with various challenges. Here are some of the changes that can be seen due to the inclusion of AI in digital marketing.

1. Smarter Search

The people do not need to go to the library or a shop to search for the products and information in today’s world. They are equipped with the internet, and that is what is needed. They can find anything on the internet in a matter of few clicks. The combination of advanced search engines and social media platforms are making the task of finding information a lot easier than ever before for the internet users.

According to the statistic, over 62,000 search queries are received by the Google alone. Moreover, the Google is improving its algorithm now and then to improve users’ experience. So, it is important for the companies to focus on the ways to improve search rank. In the case of the combination of AI and Digital marketing, marketers are finding it easier to analyze customer search patterns with the help of AI marketing and big data solutions.

Analyzing the search patterns will give marketers the best idea on which area they should emphasize a lot on their marketing campaigns. And, the virtual assistants like Siri and Alexa is also impacting the search engine optimization tactics.

2. Natural language processing (NLP)

Natural Language Processing (NLP) is one of the most powerful features of AI. This feature allows the machines to process and understand human languages. This feature can even allow the machines to formulate responses. If the machines can understand feelings, opinions, sentiments, and so on, then it can become easier for the people to conclude AI.

With Natural Language Processing, it becomes easier for the corporations understand the needs of the customers on a global scale. The Swiftkey Keyboard by NLP startups is one of the best examples of this technology. This keyboard can predict responses of the people based on the style of typing.

3. Segmentation

One of the most popular and common words that are consistently used in the world of marketing is “segmentation.” There are plenty of people with a variety of needs and interests, and the companies need to categorize them as segments to increase their sales and retain their customers successfully.

The segmentation of the customers is done by location, interests, browser, operating system, engagement with brands, and so on. The use of AI can assist the brand in customization and personalization. Digital marketers are now able to market the products to the various customer segments, considering their specific interests and preferences.

4. Chatbots and messaging

There are numerous chatbots that can be seen on the website; however, the quality of chatbots is increasing with the time. The major messaging platforms, such as Facebook Messenger, WhatsApp messenger, and so on are already using AI to improve their quality. And, the chatbots allow an instant reply to customer queries, helping the brand to build a better customer relationship.

The study shows that around 74% of the Americans spend more money on the brand due to a better customer relationship. The AI powered chatbots are built to support specific tasks, which help in solving various customer problems.

Source: BestTechie